Tristar Products

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Tristar Products

 
Keith Mirchandani is the founder, president and CEO of Tristar Products, Inc. As a ground-breaking leader in the Direct Response Television world, the success of Tristar Products derives from Mirchandani’s ability to transform innovative ideas into worldwide brands. Mirchandani’s expertise lies in the home appliance, fitness equipment, sports gear and health and beauty industries. Known as an ‘inventor mentor,’ his passion for nurturing inventors drives the product development, brand building, infomercial production and strategic partnerships of his $1 billion company. The company’s product line includes such products as the Jack Lalanne Power Juicer, Ab Roller, Banjo Minnow, Ab Coaster and the HealthMaster.

 

Keith Mirchandani entrepreneurial drive began at a very young age when he started selling items at flea markets throughout the Northeast. Originally from India, Keith came to the United States with a vocational drive and realized during childhood that a passion for sales and marketing would guide him through a successful career path. Mirchandani earned a business degree from Rutgers University and continued his education with specialized direct response television (DRTV) courses at New York University. He was hired by a start-up direct response television company in the 1980s and served as director of national sales for quite some time. After being named company CFO, Mirchandani risked everything, took a loan from a friend, and launched Tristar in 1992. The company’s earliest top-selling product, The Ab Sculptor, marked the first of many product successes.

 

Keith Mirchandani undertook some of the largest production efforts recognized in the DRTV industry in the 1990s, and soon after, the decade was known as the most impressive for As Seen on TV product launches, including the U.S. Commemorative Quarter Program and the Ab Slide. Keith’s vision had clearly differentiated his company from others in the business. In a world of gadgets and contraptions, Tristar developed into a couture DRTV company. They established themselves at a higher price point lifestyle products, such as the Jack LaLanne Power Juicer, at the best quality available. Mirchandani has broken the mold by successfully selling superior items including the K-Styler, Lash Trio, My Rotisserie and Jack LaLanne Power Juicers, which has sold more than 5.5 milli on units worldwide. Keith is currently marketing more than 20 products in 100 countries with Tristar.

 

Last year Mirchandani introduced a collaboration with Emmy award-winning host Montel Williams to launch the world’s first “talkmercial,” an infomercial/talk show hybrid. In 30- and 60-minute spots of “Living Well with Montel,” Keith and Montel reinforce Tristar’s commitment to improving people’s lives by providing viewers with expert doctors that offer a solution and product to everyday problems. With the talkmercial, Mirchandani’s stature as an accomplished industry leader and television sales visionary has only heightened.

 

Mirchandani and Tristar Products Inc. have earned awards for the Ab Roller® and Jack LaLanne’s Power Juicer such as the Latino Award of Excellence and awards for “Best Demonstration Show” and “Best Call to Action” from the Electronic Retailing Association (ERA). As a result of his industry leadership, Mirchandani served as the youngest board member ever on ERA's board.

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